Abstract
ABSTRACT Spontaneous social media like BeReal encourage users to post quickly after receiving notifications, leaving little time for planning. However, there has been limited research on why people choose to adopt or avoid spontaneous social media. The current Uses and Gratifications (U&G) framed qualitative study sought to understand why college attending young adults (n = 143) in the United States used or did not use BeReal. Participants completed an online survey with open-ended items, and some (n = 8) additionally completed in-depth interviews. Three themes were constructed through conventional qualitative content analysis: (a) the pursuit of authenticity, (b) audience captivation, and (c) social connection. Participants reported that their coolness, novel, realism, community, authentic gatekeeping, community building, and play/fun needs were gratified using BeReal. Some nonusers were unaware of BeReal. Nonusers and past users reported that the app did not meet their community building, play/fun, activity, or choice needs.
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